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Beauty, Confidence, and Community: Inside the Wax and Sugar Center

• Garfield Bowen & Karina Aguilar

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Ever wondered what it takes to build a beauty business that prioritizes genuine results over flashy trends? Karina Aguilar, co-owner of Wax & Sugar Center, reveals the refreshing philosophy behind her thriving Florida-based spa business.

Founded in 2019 alongside her esthetician mother, Wax and Sugar Center has expanded to three locations across Florida, offering specialized hair removal, facials, and skin restoration services. What makes them stand out in a crowded industry? Their unwavering commitment to taking time with clients rather than rushing through appointments. "We don't like to make you feel like you came and got a bad service," Karina explains, highlighting their patient approach that has won them loyal customers.

The mother-daughter team doesn't shy away from addressing industry misconceptions, particularly the "new and shiny" treatments flooding social media that often fall short of their promises. Instead, they focus on what works—evidence-based treatments delivered with care and expertise. Their target audience? Women seeking self-improvement and renewed confidence in their skin. Through strategic social media marketing across Instagram, TikTok, and YouTube, they've built communities around their Tampa Bay, Fort St. Lucie, and Stewart locations.

Ready to experience a beauty service that prioritizes results over rushing? Visit BrazilianWaxSugarCenter.com to learn more about their approach to beauty that emphasizes not just looking good, but feeling confident from within. Follow their social channels to discover how this family business is redefining beauty standards one client at a time.

Speaker 1:

This is the Good Neighbor Podcast, the place where local businesses and neighbors come together. Here's your host, Garfield Bowen.

Speaker 2:

Welcome to the Good Neighbor Podcast. Are you in need of a beauty salon, slash spa? Well, one may be closer than you think. Today, I have the pleasure of introducing your good neighbor, karina Aguilar, with Wax and Sugar Center. Karina, how are you doing today?

Speaker 3:

Good, how are you?

Speaker 2:

I am well, I am well, we're excited to learn all about you and your company. Tell us about your business Well.

Speaker 3:

I am well. We're excited to learn all about you and your company. Tell us about your business. Well, we started in 2019. We have three different locations across the state of Florida and we're just a spa. We do hair removal and facials and restoration and things like that, and that's just really what we've been striving to do in our communities.

Speaker 2:

Excellent, excellent. How did you get into this business?

Speaker 3:

So actually it's my mom. She started doing hair removal. She's been an esthetician for a very long time and she influenced me to start doing it as well. So we are actually in the business together and we opened the first one in 2019.

Speaker 3:

Is there any myths or misconceptions about your industry? Myths or misconceptions there's a lot of stuff going on on like social media right now. Lots of new things, new and shiny things that you know probably don't work. So the only thing that I could say is just a lot of false advertising that's being done just because it's new and shiny.

Speaker 2:

Yeah, I know they have the facial and the mask and all that other things there and I'm thinking of that. What's that, Dr Pimple Popper, or whatever?

Speaker 3:

Yeah, yeah, yeah, she's really famous.

Speaker 2:

So, in turn, we know that marketing is the heart of every business. How would you describe your target audience and how are you currently reaching them?

Speaker 3:

So our target audience is mainly women. That's mainly who we sell to, and it just kind of depends on the area, because every area is different with our different locations, and so we just really try and target women and the women that are willing to kind of improve themselves, because that's really what we are about giving women back their confidence and feeling good in their own skin and we try to really reach them through social media. That's a big one right now. There's a lot of Instagram and TikTok and YouTube and stuff that we've been doing to really just harness that type of audience that we're looking for.

Speaker 2:

Have you ever thought about doing your own podcast?

Speaker 3:

We have, yeah, we have, it's just a lot of work.

Speaker 2:

Okay Now, outside of work I know you're a busy person. I see you have on your little outfit there when you're not so busy working. What do you like to do for fun?

Speaker 3:

My mom and I. We like to go out. We like to go around the city, do certain things. Me personally, I I like to exercise, I like to go play tennis. I like to do these new things and meet people.

Speaker 2:

That's typically what I do, mainly working all the time all those people that's not familiar with Wax and Sugar Center. Tell them one thing they should remember about your company.

Speaker 3:

We really focus on taking our time and making sure that you have a good experience with us. We're not very rushy. We don't like to brush on people. We don't like to make you feel like you kind of came and you got a bad service. We always strive to have a good service at all of our locations with all of our estheticians. That's really what we push for.

Speaker 2:

I know you mentioned. You said you had three locations, so listeners probably have one question on their mind now is how? How did they find you?

Speaker 3:

Well, you can in Florida. We're in Tampa Bay, so right now we have a location in Dunedin which is like Clearwater, and then our other two locations are in Fort St Lucie and in Stewart, florida, and so really, how you can find those addresses is, you know, going on our website. But we make it really easy by going. You can go on the website, you can go on a booking site, you can go on Google. We have, we're everywhere.

Speaker 2:

Okay, you want to share your URL for your website.

Speaker 3:

It's BrazilianWaxSugarCentercom.

Speaker 2:

Listen, karina. It's been a pleasure having you on the show. I wish you and your business the very best moving forward thank you thank you for listening to the good neighbor podcast.

Speaker 1:

to nominate your favorite local businesses to be featured on the show, go to GNPLivecom. That's GNPLivecom, or call 877-934-3302.